people are discouraged from having sex as often and with as many people as they want to

In most cultures I'm familiar with, this is much more true of women than of men.

I'm not aware of any culture where the norms for sexual behavior are the same for men and women (though I wouldn't be surprised if that was the case in some hunter-gatherer tribes or hippie communes). The discussion may be less abstract if we separate "norms for women" from "norms for men" - I suspect traditional sexual norms for European women are closer to traditional norms for Chinese women than traditional norms for European men ("traditional" being say "a village in 1700").